The MHEDA Journal - Fourth Quarter, 2016 - 68

MOBILE senior (and likely oldest) internet users is a losing strategy. * Over 70% of B2B research starts with generic search terms. Optimizing for these search terms - especially on mobile - is a necessity. There are typically 12 searches before an internet user settles on a particular company's website. A final huge takeaway is that mobile internet searches for B2B purchasing decisions grew 91% from 2012 to 2014. About half of B2B research was conducted on a mobile device. I've mentioned a lot of facts and figures so far, but also think about your real life experience. You're in airports, offices, restaurants, and bars: what are the majority of people doing, regardless of age or occupation? They're looking at their phones. Customer-Driven Structural Steel Rack Solutions - from Simple to Complex Engineered and Manufactured to Last! - Selective Rack - Push-Back (up to 7 deep)* - Drive-In - Deep Reach - Gravity Flow - Pick Modules - Rack Supported Buildings *only manufacturer to offer up to 7-deep Push-Back After working with the RBI team for more than 20 years, two words describe their company: creative and reliable. Their engineers design the solutions we need, and their factory delivers when we need it... - Daniel Kaplan, Partner, Cloverleaf Cold Storage WE BUILD THE WORLD'S BEST STORAGE RACK www.rackbuildersinc.com 68 MHEDA 814507_Rack.indd 1 | themhedajournal.org Rack Builders Inc. Ingenuity Quality Integrity (847) 330-1724 8/11/16 3:33 AM Mobile has swallowed vast amounts of our attention, and it's not just kids' stuff. Everyone is on mobile, more and more people rely on mobile for their important work, and mobile is a place your company needs to be in order to compete online. So what should you do? Here's where I'd start: 1. Test your website to make sure it is mobile-friendly. If it's not, fix it. 2. Start tracking the percentage of mobile users visiting your website. This will convince you to start taking mobile seriously! 3. Analyze the difference in the way mobile verse non-mobile visitors use your site. Determining whether mobile visitors visit dramatically fewer pages or convert into leads at a substantially lower rate. These are indicators that your website, even if it is mobile friendly, is delivering a less than optimal experience. 4. Monitor the difference in search engine ranking for important keywords in both mobile and desktop. The easiest way to do this is from within Google Search Console.7 This is a must have free tool that everyone should use. 5. Develop a plan with a strategy, goals, actions, and responsibilities. We've built a framework around what we call the R.O.C. Principle where R stands for roadmap, O for ongoing, and C for customer centric. More on this another time. Happy marketing! Endnotes ¹ https://www.google.com/webmasters/tools/ mobile-friendly/ 2 https://developers.google.com/webmasters/ mobile-sites/ 3 http://www.comscore.com/Insights/ Presentations-and-Whitepapers/2016/2016US-Cross-Platform-Future-in-Focus 4 http://www.apple.com/newsroom/2016/07/ apple-celebrates-one-billion-iphones.html 5 http://www.theverge.com/2016/6/1/11836816/ iphone-vs-android-history-charts 6 https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html 7 https://support.google.com/webmasters/ answer/4559176?hl=en http://www.rackbuildersinc.com http://www.rackbuildersinc.com http://www.themhedajournal.org

Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2016

Chairman’s Perspective
From the Desk of Liz Richards
Editor’s Note
Ask Your Board
2016 MHEDA University Calendar
Women in Industry
Mheda Mvp And Mvs Recipients
Mheda Member Profile
@Work
Women @Work
Industry Pulse
Sales Success Stories
2017 Critical Impact Factors
Planning The 2017 Critical Impact Factors
Making Sense Of “All The Things”
Mobile – A Necessity For B2b Marketing
Big Challenge For Small Business
How To Make Millennials Loyal To Your Organization
Returnable Racks And Containers Are A Big Trend In Environmental (And Cost-Effective) Packaging
Sales Intel
Generating Adequate Profit In Turbulent Times
New Members
Spotlight on Association News
MHEDA Milestones
Index of Advertisers by Product Category
The Last Word
The MHEDA Journal - Fourth Quarter, 2016 - cover1
The MHEDA Journal - Fourth Quarter, 2016 - cover2
The MHEDA Journal - Fourth Quarter, 2016 - 3
The MHEDA Journal - Fourth Quarter, 2016 - 4
The MHEDA Journal - Fourth Quarter, 2016 - 5
The MHEDA Journal - Fourth Quarter, 2016 - 6
The MHEDA Journal - Fourth Quarter, 2016 - 7
The MHEDA Journal - Fourth Quarter, 2016 - 8
The MHEDA Journal - Fourth Quarter, 2016 - 9
The MHEDA Journal - Fourth Quarter, 2016 - 10
The MHEDA Journal - Fourth Quarter, 2016 - Chairman’s Perspective
The MHEDA Journal - Fourth Quarter, 2016 - 12
The MHEDA Journal - Fourth Quarter, 2016 - From the Desk of Liz Richards
The MHEDA Journal - Fourth Quarter, 2016 - 14
The MHEDA Journal - Fourth Quarter, 2016 - Editor’s Note
The MHEDA Journal - Fourth Quarter, 2016 - 16
The MHEDA Journal - Fourth Quarter, 2016 - Ask Your Board
The MHEDA Journal - Fourth Quarter, 2016 - 18
The MHEDA Journal - Fourth Quarter, 2016 - 19
The MHEDA Journal - Fourth Quarter, 2016 - 2016 MHEDA University Calendar
The MHEDA Journal - Fourth Quarter, 2016 - 21
The MHEDA Journal - Fourth Quarter, 2016 - 22
The MHEDA Journal - Fourth Quarter, 2016 - Women in Industry
The MHEDA Journal - Fourth Quarter, 2016 - Mheda Mvp And Mvs Recipients
The MHEDA Journal - Fourth Quarter, 2016 - 25
The MHEDA Journal - Fourth Quarter, 2016 - Mheda Member Profile
The MHEDA Journal - Fourth Quarter, 2016 - 27
The MHEDA Journal - Fourth Quarter, 2016 - 28
The MHEDA Journal - Fourth Quarter, 2016 - 29
The MHEDA Journal - Fourth Quarter, 2016 - 30
The MHEDA Journal - Fourth Quarter, 2016 - @Work
The MHEDA Journal - Fourth Quarter, 2016 - 32
The MHEDA Journal - Fourth Quarter, 2016 - Women @Work
The MHEDA Journal - Fourth Quarter, 2016 - Industry Pulse
The MHEDA Journal - Fourth Quarter, 2016 - 35
The MHEDA Journal - Fourth Quarter, 2016 - Sales Success Stories
The MHEDA Journal - Fourth Quarter, 2016 - 37
The MHEDA Journal - Fourth Quarter, 2016 - 38
The MHEDA Journal - Fourth Quarter, 2016 - 39
The MHEDA Journal - Fourth Quarter, 2016 - 40
The MHEDA Journal - Fourth Quarter, 2016 - 41
The MHEDA Journal - Fourth Quarter, 2016 - 42
The MHEDA Journal - Fourth Quarter, 2016 - 43
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The MHEDA Journal - Fourth Quarter, 2016 - 49
The MHEDA Journal - Fourth Quarter, 2016 - 50
The MHEDA Journal - Fourth Quarter, 2016 - 51
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The MHEDA Journal - Fourth Quarter, 2016 - 53
The MHEDA Journal - Fourth Quarter, 2016 - 54
The MHEDA Journal - Fourth Quarter, 2016 - 55
The MHEDA Journal - Fourth Quarter, 2016 - 56
The MHEDA Journal - Fourth Quarter, 2016 - 57
The MHEDA Journal - Fourth Quarter, 2016 - 58
The MHEDA Journal - Fourth Quarter, 2016 - 59
The MHEDA Journal - Fourth Quarter, 2016 - 2017 Critical Impact Factors
The MHEDA Journal - Fourth Quarter, 2016 - 61
The MHEDA Journal - Fourth Quarter, 2016 - Planning The 2017 Critical Impact Factors
The MHEDA Journal - Fourth Quarter, 2016 - 63
The MHEDA Journal - Fourth Quarter, 2016 - Making Sense Of “All The Things”
The MHEDA Journal - Fourth Quarter, 2016 - 65
The MHEDA Journal - Fourth Quarter, 2016 - Mobile – A Necessity For B2b Marketing
The MHEDA Journal - Fourth Quarter, 2016 - 67
The MHEDA Journal - Fourth Quarter, 2016 - 68
The MHEDA Journal - Fourth Quarter, 2016 - 69
The MHEDA Journal - Fourth Quarter, 2016 - Big Challenge For Small Business
The MHEDA Journal - Fourth Quarter, 2016 - 71
The MHEDA Journal - Fourth Quarter, 2016 - 72
The MHEDA Journal - Fourth Quarter, 2016 - 73
The MHEDA Journal - Fourth Quarter, 2016 - 74
The MHEDA Journal - Fourth Quarter, 2016 - 75
The MHEDA Journal - Fourth Quarter, 2016 - How To Make Millennials Loyal To Your Organization
The MHEDA Journal - Fourth Quarter, 2016 - 77
The MHEDA Journal - Fourth Quarter, 2016 - Returnable Racks And Containers Are A Big Trend In Environmental (And Cost-Effective) Packaging
The MHEDA Journal - Fourth Quarter, 2016 - 79
The MHEDA Journal - Fourth Quarter, 2016 - Sales Intel
The MHEDA Journal - Fourth Quarter, 2016 - 81
The MHEDA Journal - Fourth Quarter, 2016 - 82
The MHEDA Journal - Fourth Quarter, 2016 - 83
The MHEDA Journal - Fourth Quarter, 2016 - 84
The MHEDA Journal - Fourth Quarter, 2016 - 85
The MHEDA Journal - Fourth Quarter, 2016 - Generating Adequate Profit In Turbulent Times
The MHEDA Journal - Fourth Quarter, 2016 - 87
The MHEDA Journal - Fourth Quarter, 2016 - 88
The MHEDA Journal - Fourth Quarter, 2016 - New Members
The MHEDA Journal - Fourth Quarter, 2016 - 90
The MHEDA Journal - Fourth Quarter, 2016 - Spotlight on Association News
The MHEDA Journal - Fourth Quarter, 2016 - 92
The MHEDA Journal - Fourth Quarter, 2016 - 93
The MHEDA Journal - Fourth Quarter, 2016 - 94
The MHEDA Journal - Fourth Quarter, 2016 - MHEDA Milestones
The MHEDA Journal - Fourth Quarter, 2016 - 96
The MHEDA Journal - Fourth Quarter, 2016 - 97
The MHEDA Journal - Fourth Quarter, 2016 - Index of Advertisers by Product Category
The MHEDA Journal - Fourth Quarter, 2016 - 99
The MHEDA Journal - Fourth Quarter, 2016 - 100
The MHEDA Journal - Fourth Quarter, 2016 - 101
The MHEDA Journal - Fourth Quarter, 2016 - The Last Word
The MHEDA Journal - Fourth Quarter, 2016 - cover3
The MHEDA Journal - Fourth Quarter, 2016 - cover4
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